How to decide on your keywords for SEO

After a lot of research into various blogs and top SEO articles, I decided to post on this question. I am quite sure that whoever is looking into this article by now has got ample knowledge on what a keyword is. To find relative keywords- Google adwords keyword tool is a very good option.

But the argument I found wrong from many top blogs was that, they were not able to make their clients accept that some keywords have the ability to convert into sale than some other keywords. After carefully looking into a lot of details from different blogs and analyzing the factors, here are reasons that can justify why sometimes it is better do what clients prefer.

Ok now let us consider an example here:

Let us consider the two keywords to be “buy camera” and “buy sony digital camera x12345”. As per the argument “buy sony digital camera x12345” has more chances of being converted into sale as the user has already found the model they need and is searching it more narrow to find the best place to buy or to find the best possible price to buy.  But did you think that buy camera would be the first keyword they would have searched before confirming on the model they wish to buy. You might be now wondering so what difference does it make?

If buy camera brings you 450000 unique potential customers and if “buy sony digital camera x12345” brings you 45000 unique potential customers- which one would you prefer?

Ok here is the math

450000 is 10 times the value of 45000 and if you have like 100 e-commerce competitors selling the same product, then price, brand name of the portal and customer satisfaction becomes the next factors. So if you can attract 450000 customers with the best price and customer satisfaction guaranteed to the product you sell, then there is more probability that buy camera keyword would sell more than buy sony digital camera x12345.  And yes, increasing your brand value can create an even larger impact giving customers a feel of security to buy on your website.

Another reason why major e-commerce site customers would like to have more traffic is because they always want more people to know about them to establish their brand name to customers. It really doesn’t matter they sell from that particular keyword but it is really important that they are on top of such keywords where there is more customers. When more people know about your brand, there is more probability that you would end up selling more of your products. Just think whether it is better to spend in millions in advertising or is it better to spend a fraction of that money and make it compelling for people to visit your website for such keywords? I would say this is more of growing e-commerce economics which deserves a lot of study yet.

When you look into even more larger perspective, if more people are visiting your website through a certain keyword and you still are not able to convert them, then the problem lies in your inability to be competitive in the market by not able to give customers what they need. You can be so cost competent and eliminate others by converting maximum of that search volume onto your website with a defined strategy. 

There are various factors that keep changing. 

Note:My argument may not be right for a certain set of keywords but it can be highly beneficial for certain others. The best I would prefer is a combination of both and see which performs better over a period of time.

There is a lot of difference when it comes to PPC advertising. For PPC advertising, I would suggest to place the bet more on the long tailed keywords than the shorter ones. Now you might question me, what difference does it make? In normal SEO result click, you don' t pay for the click and don't even need to expect for the consumer to buy a product as you don't lose anything but show them that you have the product at a particular cost and expect them to come back later after they have decided to purchase whereas in PPC you would be losing money with every click a user makes.

If you can really think from the clients’ point of view, then you will probably start understanding why your clients need it that way. So next time your client asks you something, don’t argue like a child. You can always suggest him based on your knowledge, but make sure you really give him what he needs in the end because there might be a lot of strategic goals that he don't want to reveal you or make you understand.